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Apple rumored to be considering a Beats Music rebranding

Apple may be preparing to sunset the Beats Music streaming service brand, which it had acquired along with its purchase of Beats Electronics. This may simplify Apple's music streaming as it currently operates iTunes Radio alongside Beats Music, and offering a simpler, combined service could be better. According to TechCrunch

Many engineers from Beats Music have already been moved off the product and onto other projects at Apple, including iTunes. It's not clear when exactly Jimmy Iovine and Dr Dre's music service will be shut down or what Apple will do with streaming, but every source with knowledge of the situation that we talked to agreed Apple plans to sunset the Beats Music brand.

Update: It's just the name Apple's considering shutting down, not the service, according to Recode:

Apple won't shutter the streaming service. It may, however, modify it over time, and one of those changes could involved changing the Beats Music brand.

Does it matter to you if the Beats Music name lives on, or would you be just as happy with a combined iTunes streaming service that offers the best of iTunes Radio and Beats in one, simple subscription?

  • Looks like it's just Apple buying its competition, and then shutting it down. Doesn't seem like the most ethical way to do business, but that's Apple.
  • By the way Apple didn't invent eventual ITunes either, they brought it and redesigned it. Posted via the iMore App for Android
  • I think the service had promise. The app, while buggy as crap, was very slick and when it worked, it was cool to use. I unsubscribed a month ago because of horrible app and was waiting for a fix. That sucks.
  • It's a shame, but I called this before the acquisition was finalized. As soon as Apple moved the music to their servers I knew Beats streaming was due to be killed, which is seriously sad because it's the only service that had it figured out..
  • I tried Beats Music a couple times, and I just never really liked it. It never played anything I wanted to listen to. It just didn't serve my tastes like Pandora or Slacker do.
  • I think or hope they will integrate some of the features from Beats into iTunes Radio. Both have their pros and their downfalls.
  • Why integrate it to Apple TV if it's going to be killed off? That makes no sense at all.
  • one hand not paying attention to what the other is doing maybe? Google does it all the time. Sony too. So is historic for it. They could have been apple. one of the few companies that have the products. they make movies, hardware, computers, music, tv, and video games among other things. That is they make hardware and content. Apple makes hardware, strikes deals for content. Sony could have made their own itunes, sold movies and music on playstations, integrated the media stores into all into sony phones creating a great ecosystem. The problem. Sony Movies didn't cooperate with sony dvd/video hardware makers, sony music didn't cooperate with Sony Playstation. They have been dysfunctional.
  • That's a lot of money for nothing. Posted via the iMore App for Android
  • I really like Beats Music and use it everyday, but if Apple decides to shut it down so be it. I still have Spotify, Pandora, Rhapsody (free with my carrier) and iTunes Radio which I really like a lot.
  • Which carrier does Raphsody for free, T-Mobile? Sent from the iMore App
  • Yes.
  • I'm guessing the same functionality will simply become part of Itunes Radio.
  • Updated to reflect Apple response and additional information from Re/code.
  • cant get Beats in Australia. If bringing it under a single brand helps with licensing issues I'm all for it.
  • Tim Cook said glowing things about the Beats curated model in his interview with Charley Rose. I'd expect to see the curated part of Beats on iTunes. Whether that's a subscription or not it's too early to tell.
  • this is what i've been thinking the whole time.
  • I'm still waiting for a streaming service that doesn't suck. Rhapsody is the one that sucks the least.
  • I feel like they would be better to ditch iTunes Radio and make beats the stock player to use the name and brand recognition. But, they have their reasons and they get the big bucks. Sent from the iMore App
  • I've always felt using itunes in like multiple places was slightly confusing. I know what they are but i've had people talking about itunes and sometimes they mean the desktop software, sometimes they mean the store on their phone, sometimes they mean the radio service which is basically part of the music player.
  • That's kinda wild. Seems like beats has a better reputation than iTunes right now. If you kill of the name, then how are people going to believe that iTunes will be "new and improved" Sent from the iMore App
  • Currently Apple has iTunes Match, iTunes Radio, and beats. I see a flattening of the services. Two tiers. Free being iTunes in the iCloud (iTunes purchases always available to redownload) and the current, iAd based iTunes Radio service, with the beats level app/curation. The second, paid service would provide iTunes Match and paid beats on demand music selection. Sent from the iMore App
  • The app is confusing to use, but I love the audio quality. Unacceptable, however, if it is like iTunes Radio something that you can only purchase if you have < 25,000 tracks in your iTunes... Sent from the iMore App
  • I guess what I'm saying is it's all fine for me if they make it simpler, just don't take away my ability to subscribe to the streaming service under the new name if it must have the same requirements as the current iTunes Radio. Sent from the iMore App
  • I thought was going to be the move from the beginning. I hope that with the rebrand they just implement Beats service into iTunes Radio. I like Beats and it worked well for me (when it worked). It's UI was nice, it had a unique curation and it's library (though nowhere near as big as Spotify's or Pandora's) was still pretty spot on. Hopefully it isn't just Apple trying to get rid of the brand and actually utilizes it's potential. Sent from the iMore App
  • I don't seem shutting down the service but I do see them rebranding it to iTunes Radio. A while back I read somewhere that Apple was going to make a standalone app for iTunes radio them it died out. Then they buy beats and it would be the perfect way to bring iTunes Radio to the forefront and not hidden in another app.
  • Beats Music + iTunes Radio = a legit competitor to Spotify. I'd leave Spotify if they combines the two. Sent from the iMore App
  • When will iRadio be available in the u.k ? Sent from the iMore App
  • I will be going back to my Rdio, should have never left. Sent from the iMore App
  • Beats is becoming U2 radio. 24 hours of "Bono"fide cutting "edge" music. Sent from the iMore App
  • I think it would be a mistake to shut it down, they could still combine services. Make it an free as player, and add ITunes store functions. But call it Beats on Android and Windows phone. Take back control of the market from Google. It could have the same effect as adding iTunes to PC's. My biggest complainant on Android is the music players. And before someone suggests, I'm not taking about subscribition services. Posted via the iMore App for Android